Today, Superdrug is expanding its International Beauty offering with a new wave of sought-after Korean Beauty brands across skincare, haircare and
The launch will bring even more of the products customers are discovering socially into an accessible high-street environment, with the expanded Korean Beauty range available in over 60 stores and online.
Building on the success of its 2025 Korean Beauty launch and partnership with Korean Beauty specialist PURESEOUL, the expanded edit strengthens Superdrug’s position as a leading high-street destination for international beauty discovery.
The latest launch will introduce newness from Dr Ceuracle, I’m From,
Alongside the K-Beauty expansion, customers can also discover new international additions including Minimalist, the Indian skincare brand known for ingredient-led formulas. Superdrug is also expanding the availability of &honey, bringing the Japanese haircare brand to all 64 stores, alongside its existing availability online through Marketplace. The expansion further strengthens Superdrug’s International Beauty offer by growing its haircare category.
The move forms part of Superdrug’s wider Beauty Playground approach, a more hands-on, energetic and shopper-led way for customers to discover beauty trends. With K-Beauty continuing to drive major social awareness, Superdrug is helping shoppers move from curiosity to confident purchase through an edit that feels accessible, playful and easy to explore.
While K-Beauty is already one of the most talked-about beauty movements, the category can still feel complex for customers navigating ingredient-led skincare, unfamiliar formats and routine-building terminology. Superdrug’s expanded offer is designed to make discovery simpler and more enjoyable, combining trusted category expertise with the chance to test, learn and shop the products customers are actively searching for.
The launch is centred largely on skincare and cosmetics, with the addition of haircare marking a new step for Superdrug’s International Beauty offer. The in-store rollout will begin across 64 stores, with plans to expand into more locations, while Superdrug Marketplace continues to give customers access to a broader mix of international beauty brands online.
Megan Potter, trading director at Superdrug, comments: “International Beauty is one of the most exciting spaces in beauty right now, but we know shoppers want more than just trend awareness. They want to touch, test, understand and find the products that work for them. Our expanded offer brings together credible, high-performing brands from K-Beauty to Indian beauty in a way that feels accessible, social and fun. This is about helping customers discover the best of global beauty with confidence.”
The expanded range is now available in 64 Superdrug stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort, with plans to roll out to further stores later this year. The full range is shoppable from today on Superdrug.com.
